The Marketing Research Guide

ISBN-13: 9780789024169 / Angielski / Twarda / 2005 / 425 str.

Robert E. Stevens; Bruce Wrenn; Philip K. Sherwood

Opis

The Marketing Research Guide is the latest edition of Haworth's marketing research classic that now includes Internet sources of data, online surveys, and an added advanced statistical analysis chapter. Practitioners will find step-by-step instructions that will lead them through the complete marketing research process.

Spis treści

• Preface
  
• Acknowledgments
  
• Chapter 1. Introduction to Marketing Research
  
• The Marketing Decision Environment
  
• Marketing Research
  
• Marketing Research and Decision Making
  
• Strategic versus Tactical Information Needs
  
• Research for Strategic Decisions
  
• Steps in a Marketing Research Project
  
• Applications of Marketing Research
  
• Marketing Information Systems
  
• Summary
  
• Worksheet
  
• Chapter 2. Research Designs for Management Decisions
  
• The Decision-Making Perspective of Research
  
• The Research Design Decision Process
  
• Types of Research Designs
  
• Summary
  
• Worksheet
  
• Chapter 3. Experimentation
  
• What Is Experimentation?
  
• Terminology
  
• Validity and Experimentation
  
• Field versus Laboratory Experiments
  
• Experimental Design Symbols
  
• Ethics and Experimentation
  
• Experimental Research Designs
  
• Limitations of Causal Research
  
• Ex Post Facto Research
  
• Test Marketing
  
• Summary
  
• Worksheet
  
• Chapter 4. Measurement
  
• What Is to Be Measured?
  
• Who Is to Be Measured?
  
• How to Measure What Needs to Be Measured
  
• Improving the Measurement Process
  
• Developing Valid and Reliable Measurement Instruments
  
• Summary
  
• Worksheet
  
• Chapter 5. Introduction to Data Collection
  
• Sources of Data
  
• Types of Data
  
• Secondary Data Sources
  
• Secondary Data Sources on the World Wide Web
  
• Your Local Library
  
• Uses of Secondary Data
  
• Primary Data
  
• Types of Primary Data
  
• Methods of Collecting Primary Data
  
• Procedures of the Communication Method
  
• Personal Interviewing
  
• Telephone Interviewing
  
• Mail Surveying
  
• Strengths and Weaknesses of Communication Methods
  
• Procedures of the Observation Method
  
• Summary
  
• Worksheets
  
• Chapter 6. Designing the Data-Gathering Instrument
  
• Goals of a Questionnaire
  
• Classification of Questions
  
• Steps in Designing a Questionnaire
  
• Summary
  
• Worksheet
  
• Chapter 7. Fielding the Data-Gathering Instrument
  
• Planning
  
• Guidelines for Interviewers
  
• Interviewing Relationship
  
• Interviewing Situation
  
• The Actual Interview
  
• General Rules of Fielding a Research Project
  
• Errors in Data Collection
  
• Types of Nonsampling Errors
  
• Summary
  
• Worksheet
  
• Chapter 8. Sampling Methods and Sampling Size
  
• What Is Sampling?
  
• Sampling Decision Model
  
• What Is a “Significant” Statistically Significant Difference?
  
• Summary
  
• Worksheet
  
• Chapter 9. Analyzing and Interpreting Data for Decisions
  
• From Data to Decisions
  
• Data Summary Methods
  
• Cross-Tabulation
  
• Advanced Analytical Techniques
  
• Summary
  
• Worksheet
  
• Chapter 10. Advanced Data Analysis
  
• Marketing Research and Statistical Analysis
  
• Hypothesis Testing
  
• Measures of Association
  
• Summary
  
• Worksheet
  
• Chapter 11. The Research Report
  
• Types of Written Reports
  
• Report Format
  
• Oral Reports
  
• Presenting Statistical Data
  
• Summary
  
• Worksheet
  
• Chapter 12. Industrial and International Marketing Research
  
• Industrial Market Research
  
• Approaching the Industrial Marketing Research Project
  
• International Market Research
  
• Survey Data-Gathering Methodology Decisions
  
• Type of Interviews
  
• The Importance of Relevant Market Information
  
• Chapter 13. Mail Surveys
  
• Ad

O autorze

Morris E Ruddick, Robert E Stevens, David L Loudon, Bruce Wrenn, Philip K Sherwood